CASE STUDY
treatment first WA
How to Make Targeted marketing materials for an established brand
ABOUT THE CLIENT
TREATMENT FIRST WA is a coalition of experts and community leaders who support replacing failing drug laws with a public health approach – treatment, recovery, and education based in Washington state. They are public health experts, treatment professionals, legal and law enforcement experts, elected officials, leaders of Black, Indigenous, and People of Color, and formerly incarcerated and directly impacted community members working together for a public health approach to substance use disorders.
CHALLENGE
SOLUTION
TREATMENT FIRST WA is starting their journey to becoming policy and they need materials to spread awareness for their mission. They needed pointed marketing materials for their digital and printed outreach marketing strategies.
The solution started with in-depth brand research and from that, crafting a message and feel for the design marketing materials that represent the brand. From reading the policy itself and talking to the project manager, I created social media posts and a bumper sticker for Treatment First WA.
STRATEGIES
User Experience
Brand Strategy
Signage
Marketing Material
UX Writing
BRAND STRATEGY
Treatment First WA caters to people who are struggling with substance abuse. It also helps those who possess even a small amount of drugs that can land someone in jail and saddle them with a lifelong criminal record that interferes with getting a job, housing, or student loans. They want to show how to put empathy first when it comes to this situation. They want to hold space for the voices of public health experts, treatment professionals, legal and law enforcement experts, elected officials, leaders of Black, Indigenous, and People of Color and formerly incarcerated on how to improve the main issue the policy wants to amend.
THE PROCESS
BRAND POSITIONING
Understanding what Treatment First Wa's brand is and whom they are created for helped me find the voice and feel of the policy when it comes to direct messaging potential supporters.
By addressing the root causes of substance use disorders with programs and services that actually work and are more cost-effective than jail.
why?
We are here to educate, empower and protect the people of WA from failing drug laws with a public health approach.
how?
what?
They are seeking support for this policy to gain provide people with substance use disorders with greater access to treatment and recovery services.
UNDERSTANDING
THE supporter
Treatment First WA wants to empower the community. To understand the needs of these customers, we created unique user profiles to represent the range of the users. This painted a clear picture of their demographics, story needs, and solutions.
DEFINING
THE BRAND
Through a series of exercises in the strategy session, we were able to extract and refine the brand attributes. This defined the brand’s personality: how it should look, sound, and act.
the principles that guide us to definition
BRANDed Materials
Branded Materials for an Established Brand
Trust is another pillar of Treatment First WA's goal. They want their policy to correct the broken system and invest in improving access to treatment and recovery services.
Treatment First WA focuses on making sure all voices are heard during and after the process of establishing the policy.
Education is integral to the goal of Treatment First WA, because they want to bring more power to the everyday person in their community.
inclusion
education
Trustworthy
Social posts
Bumper sticker
Social Posts
social
posts
a face to the idea
call to action
The house as the light filament is a symbol of success, and gaining a house
This helps focus the message of the post.
quote
The house as the light filament is a symbol of success, and gaining a house
filter
This focuses on the message of the post and draws your eye to the center of the image
Simple
The simple transparent background to the filter allows the user to still have their photo as a focus
call to action
